Soft drink brand Irn-Bru has launched a national billboard advertising campaign to promote its sugar-free Diet version today (February 9).
The campaign, created by Leith Advertising, comes as rival soft drink and food brands link up with the Government and health
charities to promote the former’s anti-obesity drive Change4Life.
Irn-Bru says the campaign aims to convince people the sugar-free version is just as tasty as the traditional drink. The move
follows the brand’s recent decision to align itself with sport via sponsorship of the Rugby League until 2010.
The deal includes broadcast sponsorship of Sky Sports’ coverage of Rugby League’s Super League next season and sits alongside the
brand’s existing title sponsorship of the Scottish Football League.
Irn-Bru’s alignment with sport mirrors owner AG Barr’s investment in a relaunch of its TAUT sport drink bran. This followed news
that sales of sports drinks grew 16% to £154 million last year, according to the Britvic Soft Drinks Report 2008, with market
leader Lucozade Sport accounting for £102 million of the total.